Strong Brand Equity built by Microsoft to succeed in computer industry

1. Brand Equity Drivers
Submitted By
A025 – Mihir Kanulkar
A042 – Anuj Poddar
A046 – Tarun Rajneesh
A050 – Shweta Sanap
A054 – Purvi Sekhani
A065 – Kshitij Vig

2. Brand Asset Valuator Model
Differentiation: Providing Office suite; Integration with Cloud providing online MS office services
Relevance: Capturing multiple markets
Esteem: Microsoft Office is perceived as a quality product
Knowledge: Everyone using a computer knows Windows OS

3. BrandStrength
(DifferentiationandRelevance)
Brand Stature
(Esteem and knowledge)
Niche/Unrealized
potential
New/Unfocused Eroding
Leadership
Declining

4. Brand Elements
Memorable
Microsoft name synonymous with personal computers
Microsoft Windows logo and Windows Boot Sound
Meaningful
Ease of Work
Use in Daily Lives
Use of Office Suite in all Operating System

5. Brand Elements
Likeable
Microsoft products is very likeable and
appealing to office work as well as personal
work
User Friendly Interface
Transferable
Started from Operating System, diversifying into
Gaming, Computer Production, Cloud Computing,
etc

6. Brand Elements
Adaptable
Brand Logo and Slogans changed over last
40 years
New Operating Systems from different
brand available but still relevant in
consumer’s mind
Reciprocating market trends and demand
with conducive strategies makes it most
preferred brand
Protectable
All Products and Services are patented
One of the most valuable brand with
revenue of USD 85.32 billion annually

7. Holistic Marketing
Internal Marketing
• Satya Nadella
• Use of Windows across
internal corporate
offices
Integrated Marketing
• Forward integration
from softwares to
personal computers
• Pre-Installed software
in OEM Computers
Performance Marketing
• Melinda Gates
Foundation
• One of the most
valuable companies
Relationship Marketing
• ISV Buddies
• Dell, HP partnership
• Security and Innovation
Holistic Marketing

8. Secondary Associations
Sponsorship: Microsoft has partnership with NFL, Real Madrid,
Lotus F1 Team, PGA Tour and many more
Spokesperson: World’s richest man and Co-founder of
Microsoft, Bill Gates and current CEO Satya Nadella
Co-branding: Collaboration with Dell, Lenovo, HP, etc.